Starting in March, the credit card issuer encouraged customers to “tweet your way to savings” through a relatively simple process: Customers link their credit cards to their Twitter accounts, then start tweeting special hashtags to get discounts automatically applied to their cards.
“We want to be everywhere our card members and merchants are—and that is increasingly online and on their mobile devices—to deliver the unique experiences and offers that our customers expect from us,” says Bradley Minor, vice president of social media communications at American Express.
That perspective led Fast Company to call American Express “the social credit card.” Minor says that label is fine with him.
“In digital, and especially mobile, the simplicity and non-clunkiness of the user experience is key, and we’ve received overwhelmingly positive feedback from card members,” he says.
For American Express to offer discounts, it first had to partner with retailers and service providers willing to offer them.